Chevrolet teamed up with the cast of "Glee" for a revamp of "See the U.S.A. in Your Chevrolet," a popular theme for the brand in the 1950s.
During "Glee," which aired after the big game, the club is awarded a Chevrolet commercial in a dream sequence. Lea Michele and Kevin McHale trade lead vocals on the tune originally popularized by Dinah Shore.
"That strategic collaboration threaded Chevrolet's presence in the Super Bowl with its ongoing 'Glee' sponsorship resulting in one of the most unique integrated marketing initiatives of its kind, marrying their brand messaging with one of our hottest programs on the most-watched day of the year," GM global chief marketing officer Joel Ewanick said in a news release.
Less-than-subtle plugs in TV shows for sponsors isn't exactly a new concept; daytime TV shows awkwardly began plunging into that field last year. Still, the dream sequence was fun to watch. Check it out from Bob Maguire Chevrolet.
